Tay Guan Hin, JWT Global Executive Creative Director for South East Asia
In one ad for Volvo, survivors replaced salespersons to show customers why they should focus on safety features because ‘flashy’ features such as the colour of the car. They brought their own experiences into the pitch, talking about how the Volvo had saved their lives. The engagement went up by 60% because of the connections being made.
“When you do an imperfect story, you are not just selling a product you’re making meaningful change,” Hin said.
Bharat Avalani spoke next by bringing to the stage the World Ad Congress. His words about Pakistan is misunderstood resonated with the audience.
“You can’t read about it, you can’t hear about it, you have to experience and feel Pakistan. And I’ve felt Pakistan and I can put my hand on my heart and tell you that Pakistanis will make you their own,” he told the audience.
Borrowing from Hin’s earlier talk, Vange Kourentis - Former Director Commercial of Manchester United, Head of Marketing and Digital Media at Manchester United FC, continued the discussion on how connecting with people is key to creating a behemoth brand such as Man-U itself.
With 650 million fans around the world, it is innovative thinking that’s extremely localized that has worked for the club.
“Fans became everything to us,” Kourentis told the audience. “There is no excuse today for not knowing who your fans are,” he later added.
The second day of the event was also packed with powerful women that took the stage by storm. Samina Khayal Baig shared her experiences travelling up the mighty mountains of the world – all seven summits.
“When you believe in the women in your lives, they can touch the sky,” she told the audience.
Her message echoed in the four-way discussion held between Dr. Zeelaf Munir, Managing Director and CEO at EBM, Seema Jaffer, CEO Bond Advertising, and Frieha Altaf, CEO Catwalk Event Management & Production. The session was moderated by Atifa Silk, Brand Director of Spice Asia.